Let’s be honest… most of us have either wanted to go viral or had a client look us straight in the eye and say, “Can you just make this go viral?” as if it’s a button you press beside “Schedule Post”.
In episode 238 of The Monday Morning Marketing Podcast, the ladies were joined by Anna Skipwith, founder of HelloSocial.Media, and we dig into what going viral really looks like behind the scenes. Not the glossy “3 easy steps” version. The real version: timing, relevance, strong content, and a whole lot of reacting in the moment.
How Anna Went Viral (Without Trying to)
Anna’s viral moment started in a way that will sound familiar to anyone who runs a local page or community account.
Back in 2019, she took a photo of her friends’ dogs outside a polling station during the general election. It was part of a UK-wide tradition and suited the tone of her local Instagram account. The twist? A Getty photographer snapped images too, and the moment ended up in the press.
That planted a seed.
So in 2021, Anna decided to be more intentional. Same idea, same polling station, many of the same dogs… but this time she posted it straight onto X (Twitter at the time) using #DogsAtPollingStations.
And then it took off.
Within minutes, it was picking up likes and impressions quickly, journalists started reaching out, and before long, it had been picked up by the press and landed on TV. She repeated it for later elections, including the UK general election on 4 July, and it still went viral again… even when she assumed people had “seen it already”.
The Viral Sweet Spot: Timely + Relevant + Visual
A big takeaway from Anna’s story is that viral content is often a mix of:
- Timeliness: a big day when people are already online and paying attention
- Relevance: content that fits what’s happening right now
- A strong image: something that stops people mid-scroll
- A slightly different angle: in Anna’s case, it wasn’t one dog… it was a group shot, which stood out immediately
That last part is worth sitting with. People copy trends all the time, but viral moments often come from doing the trend differently enough that it feels fresh.
Tagging: Do It Carefully, But Do It
Anna admitted she used to be hesitant about tagging bigger accounts (especially after tagging a local MP once and realising the comment chaos it can create).
But this time, she tagged accounts like BBC News, and it helped. One journalist even thanked her for tagging, because on election day broadcasters are actively looking for lighter, non-political stories to fill airtime.
So yes, tagging can work… but be thoughtful about who you tag and why. You’re not shouting into the void. You’re putting your post directly in front of people who might genuinely need content for their own platforms that day.
Engagement Isn’t Optional If You Want Momentum
Here’s where Anna practised what she teaches: she replied to comments. Not a few. Not “when she had time”. She stayed with the post and engaged as it grew.
This matters for two reasons:
- It signals to the platform that the post is worth showing more widely.
- It turns passive attention into active conversation.
And that’s often what pushes something from “doing well” into “taking off”.
Handling Negative Comments Without Making It Worse
This bit was surprisingly uplifting.
Even with cute dogs, some negative comments appeared. Most were about dog safety and whether the dogs were abandoned or stressed.
Anna didn’t ignore them. She replied calmly, explained the situation (owners were present, just out of shot, dogs knew each other, the photo only took a few minutes), and something interesting happened: a chunk of those commenters came back to say thank you.
So yes, replying thoughtfully improved engagement, but it also showed something else: sometimes people aren’t looking for a fight, they’re looking for reassurance.
And if your content ever goes viral, you’ll need that skill quickly.
Making the Most of Viral Visibility
Going viral can be fun, but the real value is what you do after.
Anna made an important point: on the day, decide what you want.
- Do you want money for the image?
- Do you want credit and visibility?
- Do you want to keep it community-led and simple?
Anna chose credit rather than monetising, partly because she’s not a photographer and partly because it involved friends and community. But she also made it clear: credit matters.
If your content is shared by major platforms, you want your handle visible. That visibility is an asset, and it’s also basic copyright courtesy. If a big publication doesn’t credit you properly, you’re not “taking on the BBC”. You’re asking a staff member to fix a mistake.
Also worth noting: Anna found misuse through friends who were keeping an eye out and by searching the hashtag. So hashtags can be useful for tracking where your content has travelled.
What to Have Ready If the Press Contacts You
Even if you never go viral, this is smart marketing hygiene:
- Up-to-date social profiles (bio, website link, location if relevant)
- A short 50-word bio you can send quickly
- A decent headshot (and ideally one that matches your brand)
- Clarity on where you want people to go next (Instagram? website? email list?)
Anna was asked for a headshot with her dog and had to scramble a bit. It happens. But having the basics ready saves you stress and makes you look professional when opportunities pop up fast.
The Truth About Going Viral
Anna said something that should be printed on a t-shirt:
She’s not launching a course on “how to go viral in 3 steps”.
Because the truth is… you can set up the best possible conditions, but you can’t force the internet to fall in love with your post on command.
What you can do is:
- spot what’s working
- lean into it with intention
- be ready to respond
- and have your “ducks” (or dogs) in a row if the moment lands
And if you’re the type of business owner who has something timely coming up and you think it might have potential, Anna is very clear: she’s happy to help you get prepared.
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